Monday, 16 Dec, 2019




Social Media Behaviour Among Undergraduate Students

International Journal of Marketing and Business Communication

Volume 7 Issue 3

Published: 2018
Author(s) Name: Mokhalles Mohammad Mehdi | Author(s) Affiliation: Assist. Prof. of Marktg., MIS & IT in School of Business, The Assam Kaziranga Univ., Jorhat, Assam.
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A new media allows users to connect, collaborate, and create new content, services, communities, and channels of communication that help in delivering information and services. Social media allows community members to share their experiences with the like-minded people in many different ways. In online media, users behaviour differs compared to traditional media because situation varies. Users in social media are segmented as fact collectors, information seekers, and love to watch and be creative. The present study aims to uncover social media platforms and providers used by undergraduate students. In addition, the study investigates the social media behaviour of Kaziranga university undergraduate students. To achieve the objectives of study, a framework of six distinct groups of social media based on their actions on different social media platforms (Li & Bernoff, 2008) was applied. Samples of 115 undergraduate students were considered by using a convenience sampling technique. Data was collected using structured questionnaire from the undergraduate students and analysed using statistical techniques. Research indicates that use of social networking sites is at top, with maximum users for Facebook. The study concludes that users mainly belong to the joiners group followed by the collectors and spectators groups.

Keywords: Social Media, Networking Sites, Behaviour, Groundswell, Internet

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